The wine museum provides an immersive experience, telling the story, culture, and territory in a journey that engages all the senses, offering visitors the ideal framework to understand the context in which the great wines of Verona are born. It is spread over an area of 500 square meters inside the Montresor winery in Verona.
The first section of this journey draws the history of Cantine Giacomo Montresor and its liaison with the city of Verona. Its key position, a few steps from the historic center of the city, is confirmed by the strategic choices over the years always in full harmony with the surrounding area. Two opposite walls, in a temporal parallel, illustrate, on one side, the company path – surprising for product innovations and marketing intuitions – on the other, the historical events in Verona.
The second section of the museum is dedicated to the winemaking tradition, narrated through its agricultural tools: ancient barrels, vats, plows, the traditional “Torcolotti“, tools of the countryside of the early twentieth century to the present day.
The third area of the museum celebrates and tells the territory and the wines of Valpolicella: climate, landscape, grapes and especially the drying process technique and the history of Amarone. This is the evidence that wine comes from the land and the culture that surrounds it and that every Montresor bottle represents the essence of the territory from which it comes from.
The museum also houses the artwork created by the oenologist-artist Emanuele Marchesini by using material from the winemaking process (wine, grapeseed, pomace, stems, vineyard leaves, pigments). “Dionysian and Apollonian“, this is the title of the work, is inspired by Nietzsche’s philosophy, which identifies in man a balance between Dionysian and Apollonian spirit, between chaos and rationality, as wine is the element that brings in itself madness and reason.
At the end of the route, an olfactory gallery allows visitors to smell the scents of wines, for a very original immersive experience. The journey ends up at the wineshop, with the possibility to choose among different tasting experiences, to discover Montresor excellent wines such as Amarone Satinato in its characteristic sinous curved bottle, designed and patented in the early 1900s by the founder Giacomo Montresor.
The choice of the winery is to let guests discover not only its wines, but also its story and that of Montresor is inextricably linked to the historiy of city of Verona.
Photos credits: courtesy Cantine Giacomo Montresor